With AdWords Express, you set a maximum monthly budget. If you set an average daily budget, we'll multiply it by 30.4, the average number of days in the month to come up with your maximum monthly budget:

Average daily budget

×

30.4

=

Maximum monthly budget

Your average daily budget is the average amount you could spend each day. The actual amount that your ad spends can vary depending on how popular the ad is each day. But, don't worry—the total amount that you spend in a month won't exceed your maximum monthly budget.

If you receive fewer clicks than you've budgeted for, then you'll only be charged for the clicks you received. For example, if you set a maximum monthly budget of $50, but you receive only $13 of clicks, you'll be charged only $13.

What happens if you change your budget

If you increase your budget in the middle of a billing period, the maximum amount that you'll be charged for that month will be:

Your new average daily budget X the number of days remaining in the month

Example

If you set your new average daily budget to $10 on January 11, you'll spend a maximum of $220 for the remaining 22 days of January.

Keep in mind

Your maximum monthly budget for February and the rest of the calendar year will be different from your January budget.

Here are a few things to keep in mind when setting your budget for multiple ads or locations:

Multiple ads

If you decide to run multiple ads for your business, each ad has its own budget. Together, the budget for each ad will add up to your total AdWords Express budget.

Example

Jack owns a musical instrument store and decides he wants to advertise both the piano and the guitar departments. He creates a piano ad with a $30 daily budget and a guitar adwith a $20 daily budget. Assuming his budgets don't change, Jack's total average daily budget will be up to $50 ($30 + $20).

Multiple locations

If you are advertising multiple businesses or business locations on AdWords Express, you'll set a separate budget for each ad that you create.

Example

Sarah owns three pet stores in Oklahoma. She creates separate ads for each store, each with an average daily budget of $30. Assuming her budgets don't change, Sarah's total average daily budget will be up to $90 (3 X $30).